What Polly does

Polly operates a digital insurance marketplace that embeds insurance quoting and policy purchase directly into the U.S. automotive retail sales workflow. The company aggregates 40+ insurance carriers and integrates them with 2,000+ franchise and independent automotive dealerships, enabling car buyers to compare and bind auto, home, life, and business insurance during or after the vehicle purchase. Its core products are the dealer-facing Polly for Dealers platform (web and mobile app) and the consumer-facing insurance.polly.co marketplace, supplemented by modules including Buy Online, Proof of Insurance, AI-powered Coverage Analysis, Post-Sale Marketing, and Polly Pay (referral compensation powered by Hyperwallet). The platform integrates with Cox Automotive's Dealer.com and VinSolutions CRM as well as Authenticom's dealership data feed, allowing customer information pre-fill and analytics across VIN-level transaction data from 147+ dealership groups.

The company is headquartered in Williston, Vermont (2300 Saint George Rd), operates as Polly Insurance Agency, LLC (licensed in all U.S. states except Alaska; CA License #6001128), and was founded in 2015 as DealerPolicy before rebranding to Polly in March 2022. It employs 101-250 staff and is led by CEO Rick Gibbs (former co-founder of Dealer.com, Co-President of Dealertrack Technologies, and EVP & CPO at Cox Automotive), alongside co-founders Travis Fitzgerald (CSO) and Jeffrey Mongeon (CRO). Polly generates revenue through insurance carrier commissions on policies bound through the marketplace and through referral/lead-generation fees paid to dealers (up to 7% of insurance premiums for licensed dealers). Its go-to-market combines OEM-embedded distribution at the point of sale with a direct-to-consumer digital marketplace and a white-label channel via its October 2024 TruStage partnership serving 3,500+ credit unions.

Polly has cumulatively insured $11 billion in cars and homes, generated 5 million quotes, and was recognized as one of CNBC/Statista's World's Top 150 Insurtech Companies of 2024. The company raised $25 million in growth equity in September 2024 led by 8VC and has executed strategic acquisitions including Driven Data Technology (June 2022) and Brinckerhoff & Neuville Insurance Group (August 2022) to deepen its analytics and agency capabilities. The platform is built on Microsoft Azure U.S. data centers with TLS encryption and SOC 2 and PCI-DSS compliance posture.

Name

Polly

Legal name

Polly Insurance Agency, LLC

Website

https://polly.co

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Polly is a digital insurance marketplace that embeds auto, home, life, and business insurance quoting into the U.S. automotive retail workflow, serving 2,000+ dealerships, 40+ carriers, and credit unions through its TruStage partnership.

Ownership category

akta.pro rank

Product category

Embedded Insurance Marketplace

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)

Keywords

• Embedded insurance platform
• Auto insurance marketplace
• Dealer F&I solutions
• Insurance agency services
• Vehicle protection products

Headquarters

HQ city

Williston

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure, Others

Revenue model

1. Insurance Marketplace Commissions: Polly earns commissions from 40+ insurance carrier partners when customers purchase policies through its embedded marketplace. Dealers receive referral payments (up to 7% of insurance premiums) for each qualified lead, with Polly retaining a portion as the operating agency.
2. Referral and Lead Generation Fees: Dealerships earn referral revenue when customers engage with insurance quotes through Polly. Dealers are paid for every qualified insurance lead generated. Polly Pay enables dealers to receive referral compensation via multiple payout methods.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Polly operates an embedded insurance marketplace platform that integrates auto, home, life, and business insurance quotes from 40+ carrier partners directly into the vehicle purchase process at automotive dealerships. The platform combines a dealer-facing product (Polly for Dealers, delivered via web and mobile app) with a consumer-facing marketplace, enabling instant quoting, digital policy purchase, and AI-powered coverage analysis. Polly also operates as a licensed insurance agency (Polly Insurance Agency, LLC) to directly underwrite and earn commissions on policies.

Product overview

Polly operates as an embedded insurance marketplace platform combining a dealer-facing product (Polly for Dealers) and consumer-facing marketplace (Polly Consumer Insurance Marketplace). The dealer platform integrates insurance quotes and sales into the vehicle purchase process via web and mobile applications, while the consumer marketplace aggregates 40+ insurance carriers offering auto, home, life, and business insurance. Key platform modules include Buy Online for digital insurance purchases, Proof of Insurance for delivery compliance, AI-powered Coverage Analysis for policy review, and Post-Sale Marketing for automated lead follow-up. The system also includes Polly Pay for dealer referral compensation. The company added Payment Guard Advantage insurance product in partnership with TruStage in June 2026.

Differentiator

Problem solved

Functional benefit

Products and services

• Polly for Dealers Embedded insurance marketplace platform for automotive dealerships that integrates insurance quotes and policy sales directly into the vehicle purchase process. Dealers access the platform via web interface and mobile app to present insurance options to car buyers, earn referral payments for qualified leads, and track F&I performance metrics. Trusted by 2,000+ automotive dealers and integrated with DMS systems including Authenticom, Dealer.com, and VinSolutions.
• Polly Consumer Insurance Marketplace Direct-to-consumer insurance marketplace connecting individuals with 40+ insurance carriers for auto, home, life, and business insurance. Consumers can compare quotes, purchase online without an agent, or connect with licensed Polly insurance agents for personalized coverage. Available at insurance.polly.co and via co-branded post-sale marketing from Polly-enabled dealerships.
• Auto Insurance Personalized auto insurance from 40+ carriers integrated into the car buying experience and available through the consumer marketplace. Customers report an average of $1,000 in annual savings on auto insurance.
• Home Insurance Homeowners insurance comparison and purchase through Polly's marketplace, with bundle savings of approximately 10% when combined with auto insurance.
• Life Insurance Life insurance products designed to protect families' financial futures, offered through Polly's carrier network.
• Business Insurance Commercial insurance products trusted by small businesses since 1983, available through Polly's marketplace.
• Payment Guard Advantage Lump-sum insurance benefit providing financial protection against covered job loss and disability, available at less than $18/month with no medical exam required; added through Polly's TruStage partnership.

Quantifiable outcome

• Dealerships with insurance quotes see 20% higher F&I gross profit (+$322 per deal); customers who purchase insurance deliver 33% higher F&I gross (+$541 per deal); top dealer groups achieve 40%+ lifts
• +8 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability3 records

Feature7 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• TruStagecoreStrategic or Co-development Partner · 8 October 2024Polly and TruStage announced a strategic partnership in October 2024 to provide TruStage's credit union members with instant online insurance quotes, tailored insurance options, and potential savings on auto insurance through Polly's technology platform. TruStage serves over 3,500 credit unions and their members across the U.S. Polly's platform enables credit union members to obtain quotes, compare options, and choose carriers through digital or agent-assisted channels, facilitated by Polly's technology and award-winning insurance agents.
• Cox Automotive (VinSolutions)coreTechnology or Integration · 25 October 2022Polly announced a collaboration with Cox Automotive's VinSolutions CRM platform, enabling dealers to connect potential customers with Polly insurance options by automatically pulling customer information from the dealership's CRM to pre-fill leads within Polly for Dealers. This saves dealers time and increases performance without additional data entry.
• Brinckerhoff & Neuville Insurance GroupminorStrategic or Co-development Partner · 31 August 2022Polly expanded its local agent presence through the acquisition of Brinckerhoff & Neuville Insurance Group, a New York-based insurance agency, in August 2022. The acquisition supported Polly's continued expansion and strengthened its agency operations.
• Driven Data Technology, Inc.coreStrategic or Co-development Partner · 14 June 2022Polly acquired Driven Data Technology, Inc., an automotive marketing and analytics firm, in June 2022. The acquisition aimed to enhance customer engagement capabilities for automotive dealers, providing solutions to convert more sales and unlock new revenue opportunities through integrated data and insights. Existing Driven Data customers transitioned to Polly following the acquisition.
• Cox Automotive (Dealer.com)coreTechnology or Integration · 24 February 2022Polly launched the first personalized insurance enrollment fully integrated within the car shopping experience using Cox Automotive's Dealer Web Integration API. The integration allows shoppers to receive instant, personalized insurance quotes during the research phase of their car-buying process. Dealers benefit from customers potentially having extra budget room due to insurance savings.
• ProgressivecoreTechnology or IntegrationPolly has a direct product partnership with Progressive, making it the only in-dealership marketplace with direct products from Progressive in addition to more than 40 insurance companies through the Polly Agency.
• AuthenticomcoreTechnology or IntegrationPolly integrates with Authenticom's dealer management system data feed to access vehicle transaction data (VIN, transaction date) for its quarterly embedded insurance reports and to enable seamless data flow for insurance quoting.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• The Zebra: The Zebra is a leading digital insurance comparison marketplace for auto, home, and other personal lines. It competes directly with Polly's consumer-facing insurance.polly.co marketplace by aggregating multiple carrier quotes for consumers shopping online.
• Jerry: Jerry is an AI-powered insurance comparison and switching app that aggregates auto and home quotes from multiple carriers. It is a direct consumer-side competitor to Polly's marketplace, focused on saving policyholders money through comparison shopping.
• EverQuote: EverQuote operates an online insurance marketplace that connects consumers with carriers and agents, generating leads across auto, home, and life. It overlaps with Polly in the auto insurance comparison and lead generation space, particularly on the consumer-facing side.
• AutoFi: AutoFi is a digital F&I and online buying platform for automotive dealers, embedding credit, trade-in, and add-on products into the deal process. It is a direct competitor in dealer-side F&I digitization, where Polly also competes with its embedded insurance modules.
• Roadster (Cox Automotive): Roadster is a digital retailing platform for car dealers, owned by Cox Automotive, that enables online car buying including F&I products. It is a direct competitor to Polly on the dealer-F&I digital workflow, with the additional backing of Polly's own partner (Cox Automotive).
• CarNow: CarNow provides real-time digital retailing and live engagement tools for automotive dealers, including chat, appointment scheduling, and F&I workflow. It is a direct competitor to Polly in the dealer digital workflow layer, where insurance is one of multiple embedded product offerings.

Emerging players

• Carvana: Carvana is a leading direct-to-consumer used car retailer that offers its own financing and limited embedded protection products. It represents an emerging model of online car buying that could partially bypass the dealership channel where Polly is strongest, making it a structural competitor on the DTC side.
• Tesla Insurance: Tesla Insurance is a vertically integrated carmaker-owned insurance product offered to Tesla owners. It is an emerging competitor that bypasses traditional distribution (including dealers and embedded marketplaces like Polly) by selling directly through the OEM, and signals a broader industry trend of OEM disintermediation.

Broad incumbents

• Lemonade: Lemonade is an AI-driven, direct-to-consumer insurance carrier operating across renters, home, auto, pet, and life. It is a broad incumbent in digital insurance with overlapping consumer-side ambitions, and its planned auto expansion positions it as a future carrier-side competitor to Polly's marketplace model.
• CoverHound / Marshmallow: CoverHound (acquired by Marsh) is a digital insurance brokerage platform offering auto, home, and business quotes from multiple carriers online. It is a broad incumbent in the digital insurance comparison space and competes with Polly on the consumer-facing comparison and brokerage experience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/pollyforall
• YouTubeyoutube.com/@polly-embedded-auto-insurance
• Facebookfacebook.com/PollyForAll
• LinkedInlinkedin.com/company/pollyforall
• Instagraminstagram.com/pollyforall

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries2 records

Funding overview

Funding rounds5 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Polly